“The U.S. is not the UK,” said Vic Motto of investment bank, Global Wine Partners. “We don’t have the dominant retail chains, our largest national chain has less than 3% of market share. With us it is the distributors who have the power,” Motto said.

An expanding middle class interested in wine, plus upcoming changes in distribution laws, will drive U.S. wine sales, Motto predicted. Retail and distribution strategies, however, need to take advantage of fragmented markets. “Consumers want more choices, how can we use fragmentation [of production] to their advantage?” he asked.

Emerging markets were also under consideration. The Japanese market is currently notable for falling wine prices and increased discount wine sales.

In India, current per capita wine consumption is about a teaspoon per person, however annual consumption growth of about 33%, and the arrival of supermarket chains Tesco, Wallmart and Carrefour in 2008, is expected to change this.

In China, payment cycles of up to 220 days remain a major problem. Others include aggressive local wineries, faking and lack of adequate distribution and storage facilities.